WALKING IN BEAUTY

Short Film and Brand Launch for e.l.f. cosmetics

e.l.f cosmetics is a company that believes you shouldn't have to be rich to feel beautiful, so they make it their mission to sell high quality makeup at prices anyone can afford. (Most products are about a dollar!) And while makeup enthusiasts and makeup artists have known about e.l.f. for years, they needed a bit of help sharing their mission with the rest of the world.

To best tell the brand's story we created a short film that shares a simple day in the life of Kristin and her friends. Because e.l.f. is a line that boast authenticity, we cast real girls (most of them have never acted before) and let them advise us on what they wear, things they talk about (boys), what they like to do (dance) and what matters most to them. The film was supported on social with stills and vines from the shoot, tutorials of how to get all the "looks" of the girls from the film as well as additional behind the scenes content from the production.

The story resonated with e.l.f. enthusiasts and they were very quick to share their love on social media. I'm delighted to say that months after our shoot, the girls from the film have become steadfast friends and continue this story in real life.

role // art director and creative director

READY TO POP

I illustrated these recipe cards for non alcoholic bubbly company, Ready To Pop, to give pregnant gals fresh ideas for how to use the champagne at baby showers and social gatherings. The illustrations were used on social media and tipped into packaging. Because hey, Mama needs a drink too.

WHAT'S ON HAND

Column for Camille Styles

Every month I write and illustrate a column called What's On Hand for the lifestyle blog, Camille Styles. This column combines two of my favorite things — food and watercolors — to reveal some of the favorite items food lovers keep on hand in their pantries. It’s like looking through someone's medicine cabinet, you can learn a lot about a person from what they keep in their crisper! We have featured some of my favorite foodies including Sweet Paul, Aaron Franklin, Julia Turshen and Amy Chaplin. Follow along to see who will be next month!

role // art director, illustrator, writer

HEY NEIGHBOR

"I can always tell a Texan -- not by the accent, or by the attitude, or even by whether they wear a cowboy hat or boots. All I have to do is ask the question from the Wolf Brand commercial, with the proper over-excited growl-like drawl: 'Neighbor?! How long has it been since you've had a Big! Thick! Steamin' bowl o' Wolf Brand Chili?' Texans will immediately deliver the tag line: 'Well, that's too long!'" -New York Times, John Schwartz February 21, 2003

This was brand equity that couldn't be ignored! But after 20 years of cowboys around a campfire, it was equity that needed an update, so we brought a new voice to the campaign - the consumer's.

We created wild postings with blank lines inviting consumers in Texas to join in the fun. Since chili and beer go hand-in-hand we made customizable beer coasters and distributed them in popular dive bars. Then we extended the campaign online to a microsite where consumers could customize messages, upload them to friend's facebook pages, enter them into a gallery and vote for their favorites. "I can always tell a Texan -- not by the accent, or by the attitude, or even by whether they wear a cowboy hat or boots. All I have to do is ask the question from the Wolf Brand commercial, with the proper over-excited growl-like drawl: 'Neighbor?! How long has it been since you've had a Big! Thick! Steamin' bowl o' Wolf Brand Chili?' Texans will immediately deliver the tag line: 'Well, that's too long!'" -New York Times, John Schwartz February 21, 2003

This was brand equity that couldn't be ignored! But after 20 years of cowboys around a campfire, it was equity that needed an update, so we brought a new voice to the campaign - the consumer's. Wolf Chili Brand Awareness CampaignWe created wild postings with blank lines inviting consumers in Texas to join in the fun. Since chili and beer go hand-in-hand we made customizable beer coasters and distributed them in popular dive bars. Then we extended the campaign online to a microsite where consumers could customize messages, upload them to friend's facebook pages, enter them into a gallery and vote for their favorites.

role // art director

FASHIONABLY CLEAN

CDW Designer Packaging Launch

When Clorox launched a new line of designer disinfecting wipes, they asked us to do something special to show off the packaging. We collaborated with the StarDust visual effects and singer songwriter Thao Nguyen to bring the new packaging to life in this SuperBowl spot.

role // art director

IMAGINARY WORLD

Clorox Campaign

The Clorox Company wanted a fresh way to market their line of bathroom products to Mom. This was a bit challenging because the bathroom isn’t usually a very inspiring place to shoot a commercial. But undaunted, shoot a commercial we did!

We created the Imaginary Places campaign to reflect the idea that kids will create make believe everywhere, even in the loo. Then we worked with photographer Zachary Scott and director Matthias Zentner to bring this truth of childhood to life.

The work generated a lot of talk value online, particularly around the music. The song from “Mermaid” was so popular on YouTube that Clorox asked the composers extend it into a full length track for sale on iTunes. Imaginary World shortlisted at the Clios, was featured on AdCritic and was Adweek’s spot of the day.

role // art director

HERE'S TO FOOD

Alexia Foods Print Campaign

I've long been a fan of Alexia sweet potato fries, so I was overjoyed to be able to help them spread the word about their delicious line of all-natural nibbles. For this print campaign, we solicited user-generated tips about Alexia products from Alexia Facebook fans. Then we worked with two of my favorite food photographers, Margaret and Joy, to develop the dip pairings and style each story of just what makes Alexia so delicious.

*As a side note, I was 7 months pregnant on this carb-loaded shoot, so it just might go down as my favorite shoot ever!

role // art director and creative director

CROSS-LEGGED KITTIES

Campaign for Fresh Step Litter

When your cat can't smell his litter box, he may have a hard time finding it...

As a cat lover, this campaign has always been one of my favorites. There is nothing stranger than working with cat trainers (trust me) and I loved picking out the tiniest details to style the funny little feline sets.

In addition to being selected for Archive magazine, these "pee pee kitties" as they are affectionately called, can be found carefully cut out of magazines and posted in windows, and weirdly auctioned by cat lovers to other to feline fanatics on eBay.

role // art director and tiny set prop enthusiast

MUSIC INSPIRES

Campaign for Music in Schools Today

A San Francisco Bay Area non-profit organization with national impact, Music in Schools Today (MUST) advocates for, supports, and develops integrated music-in-education programs that improve student achievement in grades K-12.

I worked with a small group of musicians and music-loving advertising professionals to take on this enormously important cause. We developed the Music Inspires campaign for MUST to show the necessity of music education and encourage others to show their support by spreading the word and donating time or money.

Initially, we hung posters with the Music Inspires message around the city focusing on music stores, venues and festivals. The posters directed to a series of videos explaining the campaign, encouraging viewers to donate and showing just how music in schools programs have inspired real Bay Area students. This is an ongoing campaign, and as the word gets out and more students are inspired, the site will continue to be populated with more success stories.

role // creative director

FOLLOW YOUR HEART

Above the Influence, Animated Short

The Drug Council wanted to talk to high school girls about living above the influence and following their dreams. But who isn't talking to high school girls? There was a lot of clutter to break through. We created this catchy little piece to be posted on facebook and shared through the item closest to every teenaged girl's heart- her cell phone.

role // art director

FILTER FOR GOOD

Commercial for Brita and Surfrider

Brita is the leader in water filter technology, but they were looking for ways to talk about clean water on a bigger scale than home filtration. So we partnered with the Surfrider Foundation to promote Brita's Filter for Good message and spread the word about clean water. These ads were shot on location in New Zealand which must be the most beautiful place in the world.

role // art director

DELECTABLE VEGETABLES

Hidden Valley Ranch Print Campaign

Hidden Valley Ranch was a well loved brand with a loyal following. But after 50 years on the shelf, it was starting to lose the battle to countless ranch imposters and other snacks. With the brand's rich history in mind, we headed to the *Hidden Valley to shoot this Rockwellian styled campaign. Everyone likes puppies and redheads, so this approach landed the work in Archive Magazine and elevated the brand’s standing from the #4 to the #1 salad dressing in the country.